Lim Sau Hoong forever young creative people (Art League)-TonyJohns's blog - focus ...

 Keywords: creative dialogue Pioneer Lim Sau Hoong, Singapore Design Exhibition 10AM 2007 Moderator: Hello everybody, welcome to watch today Fine Arts League Pioneer dialogue, am very pleased to have Miss Lin Shaofen, Singapore, Singapore, 2007 votes elected the media, marketing, and is advertising one of the three most influential people. Today the main chat with Miss Lin Shaofen on the advertising industry, as well as opened yesterday in Beijing in the 798 design exhibition held in Singapore, some recent developments. First of all welcome to Miss Lin Shaofen first. Lim Sau Hoong: Thank you! Moderator: Today we start with some industry background to your chat. before heard some of your upbringing, and we know that you created in the data inside the 10AM Communications advertising company, please contact us about. Lim Sau Hoong : I was in 2000, founded his own advertising agency, Ogilvy & Mather advertising agency before I spent 11 years, there are about 10 months BBDO, then feel they have to try again, I decided to open an advertising company . Moderator: How to do a germination of its own advertising company, this team is to consist of? Lim Sau Hoong: At least where I considered an international advertising agency Ogilvy & Mather, the team is very great. I probably manage the peak of more than two individuals, more than two individuals in the environment which may be individual creativity, but reduced the growth space, the market has such an opportunity, a window, how to make creative people to develop their own creativity, so the organization decided to up the advertising company, started only 8 people, after another year of development, is now about 25 members. Moderator: members of the relatively small but efficient or control. Lim Sau Hoong: We often tell our customers, our team is small but fine, small but United States, customers feel that this team can give them some better concepts and services. Moderator: people, especially small, it may have to face the problem of an efficient, creative, a high yield. How do you control, the company of 25 individuals, Will there be a clear division of labor? Lim Sau Hoong: Yes, about 25 people inside the team, most creative people. responsible for business only six, and some are auxiliary staff, others are creative people. In inside such a small company, although there is a division of labor, as if I was doing the so-called creative director, the overall person in charge, I have another one under the creative director, also belong to a gatekeeper. whether the other copy Ye Hao , designer Ye Hao, art, we all still have the division of labor are, but because we are a small company, there is no way to share a small company so fine. Whether anyone good, we need to do anything. Moderator: surface For some customers, such as alcohol advertising to do, girls, it may not be so understanding of wine, your choice of staff time, is not all areas need to have some hobbies? Lim Sau Hoong: I chose the creative team, do not want there are too many similar creative people, so there are men and women, old and young, with its own terms in the hobby room, a private preferences of the creative person is more attractive to me because it can work either . you just talk about beer ads if you do, girls do it hard enough, but my view this is not the same, because sometimes too much like a thing, to see the point of view but is more subjective and objective point of view when , we have had some idea of the objective. I had to do porter ad, I will not drink dark beer, took six years of advertising, I never touched a drop of. (laughs), so may not drink porter, stout to do good advertising, not as an excuse. this process took me a long time to understand the mentality of consumers, as well as the wine itself, temperament, and the content of the product itself. I have also a small tried, but I do not really dye addiction. Moderator: If there is a case over the company, will have a discussion, our heads, pick one of the good, or are there any more specific some of the selection criteria? Lim Sau Hoong: I now make the firm some tips exposed. is usually the case, when customers find us, as we in Southeast Asia, in Asia, Singapore's position is better than the draft. If you think our customers advertising company, with they can meet, then come to us directly, if it is the nature of a lot of pitches we do not go. so clients come to us, is basically about our company can do for them. first determine with the customer direction, the first company group discussions are often related, often to think for themselves, usually give some time, probably two or three days short of words, long words may be two or three weeks, people looking for information separately, he spent some time soul searching and exploration of time to all come together, everyone to their own views, their so-called ideas put forward, all the company's children, whether it is just to join, or are older and, we all join the discussion. Throughout the process, children What is a good idea to see why his ideas are not good enough, why compare a bit of his creativity through brainstorming we selected a better idea. sometimes provided with the client program is not just a program for our company , not identity, creativity is quite subjective. We usually make two or three probably, or even five or six ideas, so that customers in the comparisons, the discussion process with us inside, he made the right judgments . Of course, this judge is the result of our round of screening. Moderator: That is already in the first screening to ensure the quality of advertising in the future out. In the process of communication with customers have not come across some of the more interesting things ? advertising, design, creative ideas which themselves are likely a more subjective, I think that A is the best solution, but probably to the consumer, the customer may not be good this perspective, may wish not to be so vague shown , the performance was able to re-direct that there would be more difficult to solve this problem? You is how to handle these problems? Lim Sau Hoong: I think this is definitely yes, every creative people to a certain extent very subjective, must have their own ideas. this is a good sign, because you have your own creative ideas on, and some persistence, the time to do it better able to insist that there must be a unique view. But such a unique ideas, not necessarily in the market, or in real combat there, some feasible, especially for young creative people, the lessons he learned in school, learned to the market may not all need them. personal fortune is different, some people one or two years on the track, some people depressed unsuccessful life. I think, to communicate with our customers, they must go through this stage. from own self-understanding, exploration, and subjective creativity, customer own grasp of the market, when combined with consumer awareness filter out. this process, our ideas to the stage last time, whether it is graphic, design, or other outdoor advertising Ye Hao, see the usually more accurate. as a senior creative people more important at this stage, there are some good ideas, this product may, for the entire plan can not help bring the best, it is necessary to decisively killed. If good ideas have to stick to it, involves the idea itself to determine why a good creative people, senior creative people, added value is infinite. Moderator: Can you give a good example, or Which specific customer contact process in an example of the more interesting? Lim Sau Hoong: Recently made a real estate ad, most people think this is a very tacky customers, relatively thick stench of customers, but for us is a big change. developers have recently launched in Singapore the highest price, highest product, just contact last year, positioning itself as the highest grade a real estate business, the whole process to us to see which customers are not just selling a product, a brand, they We also hope that from the beginning, from the products named, has been to the outdoors, has been involved in coming to the industry itself, a complete set. The process which a number of cross-border cooperation, including cooperation with the architects, co-operation with the designer, but also cooperation with interior designers, this cross-border cooperation, let us relate to other areas that are not the same place. The design exhibition in Singapore is actually a manifestation of this, because we are cross-border cooperation. Last year, our company has done just display of cross-border cooperation. Moderator: Yesterday exhibition presents a particularly interesting, there is a sketch of the early ideas, including small book also saw soundtrack music score, I have watched the video of the ad with the headset, is a complete image of a small squirrel out. the idea very interesting, tell us something about it. Lim Sau Hoong: about 5,6 years ago, when Sony Ericsson has just set up, then just merge, Ericsson in the market share rate accounted for the bottom, with very different compared to Nokia, the company began to create our advertising, we often say that this film is the town of Sony Corporation of the treasure from the beginning to find our company, we know that the mission of the company. We There must be more than the initial draft, beat out other large international companies, won the Sony Ericsson's advertising project.'s first film was released in squirrel this one, you see the whole process which is a brainstorming process, a copy, there are text, the idea of it recorded with the expression of art presents the image out of my own to participate in music making, as well as the whole part. And then there's producer, to filter out actors, and production companies, but also have produced clothing. the shape of a small squirrel, took about one to two months time, has been in constant change, the final shape, and then presented through the computer, spent two months the whole time, not just the last presented This is just a piece of film and television, commercials you see inside 90 seconds, all the hard work of many people of our company crystallization. this process, we also make print ads, outdoor advertising, as well as ringtone downloads, you see squirrel model, our customers create a series of activities, as well as mobile phone ornaments, everything, about 360 degree of creativity, that is our first cross-border cooperation. because of the need with the different manufacturers, but also There are different business processes, and discuss the price, how to make a squirrel, how the process of manufacturing mobile phone ornaments, that belong to our first cross-border cooperation. Moderator: is the first attempt, you are not inside the forward 11 years experienced some things, like the 3D production at that time, out of the image of a small squirrel is not very easy thing, two months have been very fast, that model is two months out? Lim Sau Hoong: The two months to three months, of course, from the sketches and production companies for many days, when about two months, the last has been modified, even in the film when the modification is at the same time, the side of the film, while doing modification of computer 3D. Later, when real shot, and then modify the shape of the squirrel, you see the squirrel will blink, and the real squirrels will not blink. squirrel's face, with the squirrel was made out of 3D Inter will be consistent, from one shot to a shot into the time between the cut very beautiful. Moderator: I would like to ask me yesterday to see these ads inside, there is a very famous case in China, and one said your name, everyone will think of Bank of China, including this picture is very oriental, whether your own East, China, which has a very deep cultural heritage. Lim Sau Hoong: I think there should be it. because we have a Chinese, from the perspective of domestic Singaporean friends, do we have overseas Chinese, I want to overseas Chinese, down roots in Singapore is not very far-reaching historical background, as has been falling on the outside, the degree of love for more Chinese deep, small because of the Chinese language background, so cultivated a love of Chinese culture, the heritage may continue in this nutrient absorption process over the years which slowly, slowly built up. Moderator: include your ad just talking about squirrels have talked about music in this area, you learn music from an early age, and then see a very interesting information that is inside the university to do DJ? Lim Sau Hoong: Yes, I in college about 5 years, starting from the second year, graduate After the station has been in the music (sound) do DJ, are part time and have never done full-time. Moderator: Do you think these experiences whether you enter the world of advertising and advertising is there a better? because the ads inside, Your ad in particular is very strong inside the music, I really like is that Nippon ads, read absolutely every moment when the heart. like Nippon Paint's music, just before we could frequently hear classical music, or rock that may be more biased point of national music, how do you point to something ethnic, like Nippon bring this color, there is a fusion of modern inside, you are in the music also done some creative? Lim Sau Hoong: Yes, yes, if it is advertising, but from the video alone, or to cut the screen this may only be 50% among the half, because watching TV ads , especially when the TV ads, music, audio or sound the part accounted for 50%. but a lot of advertising companies, all the time, experience, money and cast the piece in the picture. to the music piece, it may This is easily find a music Coushang fact, this is wrong, because in that case, no matter what way can even be a plus for the movie's points, but for me this music a very important part of the total . do not give it one, from the beginning of the creation of ads, each with two parts, first, sometimes music, behind the screen, sometimes is it a picture, after the music. you see the dog Dulux paint , blue sky, I do music, music I write, the first with music, only the screen, the screen according to the lyrics of music to cut to take place. But Nippon because they are aware, grasslands, feel need to have a relatively pleasant music, no way could the general creative writing out, and if training is not enough good music, general music producer, probably will mess with it. finally found a female musician in Inner Mongolia, she has interpreted well, we talked to her, find her, with the music up on our screen. Moderator: It is the local go it? Lim Sau Hoong: We heard there is such a local artist, her music issued in Germany, not in Inner Mongolia, Mongolia itself is her own singer, but she has come to the West to go, but we in the West some of the music label which put her out, she later also sang for us a Sony commercials songs. Moderator: also carried out behind the cooperation. Lim Sau Hoong: Yes, that is the second cooperation. Moderator: Before writing your ad song, may your own folk music of China has some understand? Lim Sau Hoong: I composed for well, only by a little here, over there by that, that blue sky is not the Chinese music, just music compared rhyme, Dulux paint customers in Shanghai, hoping to paint scent on in ads, there is a Dulux dog, would like to see the warmth of the family. advertising which is in fact our customers the most challenging, creative people generally feel that the customers want too much, generally will refuse to fall. but rather insist on the customer, he said he would, and various points. I say less is more, more will be trouble, the customer said he would not, should be put to, the blue sky, chasing the dog a small bee, seven colors of the rainbow in the sky, what color are the dogs there to see father and mother in the dream, I dream of doing sweet. Moderator: equal to string together with music to advertising. Lim Sau Hoong: Yes, in Austria the United States once said of a lesson. when everything could not speak, when what should say, when to sing it. because the music speaks out anything. Moderator: The advertising industry needs a lot of inspiration, do you think the face of the idea itself is not so, but the staff worked very hard; or useful idea, but do something, just the two impulsive people, how you like to adjust their work status, or whether different division of labor come through realize their value? Lim Sau Hoong: Comparison of left brain thinking so-called employees, and how the right brain screening of employees, how to tie, this is the most headaches, in fact, usually do not start thinking that the staff is relatively strong left brain or right brain thinking and strong, it usually takes more time to observe the strength to know the staff. advertising is by nature a basic condition, if he worked hard, a decade or two, or can not make good ads to come, may have people are naturally not suitable for advertising in this industry, it is the cruel reality. There are some people very hard, but there is no way, no idea how hard on the line, or very pretty poor taste, such a person we usually persuade them, advised him to leave early. But some people like the Mustang itself, there is no better way to control him, or lazy, too loose, so people still have some chance, the next person is willing to see him change his work habits If his creative ideas, to be sorted out, eventually becoming one of the available ideas, this person is worthy of reuse. If, after one or two years time, even if he is talented, very good taste odd, but did not use to work, in fact, is useless, so the situation was hopeless if we really to point out that we had to reform him. Moderator: first, a novice in advertising, may not catch the creative I'm almost a combination of these two phases. creative people there in person to the customer put forward their own ideas, so the proposal personally by the creative people to say. the business sector in which the whole process, is also involved in some of our creative the idea that he can provide his views and ideas, and even make some judgments because he and the relationship between customers, certainly closer than the creative people, this is it. Every time the so-called in-service training, must be there will be. In addition there are some systematic training, like it was time to do less, but two weeks ago while watching videos or talk about music, talking about hobbies, talk about the book, make some notes, talk about experience. Sometimes the advertising does not matter But it does not matter, because it can lead to creative people, which some thought, some people put some of his collection came to us with glasses, glasses are a variety of historical background to speak out, causing many people to identify with the historical background of glasses in the end What is the relationship. there is such a totally unrelated things happen, the process for creative people broad perspective. In addition our company also bulk purchase of books, spent a month to buy magazines, reference books, creative book, spent a lot of money, probably several thousand new currency, probably the equivalent of twenty thousand yuan to buy books. For small companies this is a big number, employees can access information on their own, without their books, anyway, the company is a large library, library. (laughs) Host: In the early stages of creativity for everyone to provide a good environment, can refer to what other people's ideas, to inspire some of their inspiration. This year, two years inside, there is no case have done quite comfortable, can tell a very happy you are doing, they feel very relaxed, and the last out of the effect, and also a very good example? Lim Sau Hoong: So far there are no such examples , the entire business process is not so easy, probably the last to see our ad is very happy, pleasant, but the process not as happy, might be happy is when everyone in the chat, drink coffee, when made, there is a happy relaxed discussion. But in fact the whole creative process is still very strict. Perhaps I will focus in detail on the more than most people spend more thought, whether it is a little color with the screen, or notes on some modifications, we are very rigorous. what degree of rigor to it, sometimes feel a little sick themselves, but through a process of metamorphosis, and finally see that work is done, but my heart feel more comfortable. So I feel happy to see the results should be in After that there was quite a painful process. I give an example, the design exhibition in Singapore, our company is responsible for this one, to the last minute to make material ready. finishing process inside, this time we should belong to the business on the help, because this is the official organization for the children of our company, it is a learning process, when we started this process there will be some complaining, oh, we had to do this, we had to do that, the data also come to us late. In this process, learn how to like inside the material collated, proofreading, as well as modified and so on. have spent some thoughts. and then to the last minute and found the information printed or have a place to write wrong. the last minute creative director of the company re-done immediately rushed to the Press, gave the wrong lost. Finally, we take a small square book, preceded by a version of a word only wrong, but they are lost. spend money and time, the surface looks very unfortunate, but it is a principle we do things, that the error is wrong and can not give it because of the mistake with the past, there is no compromise. After reading this work, although I think can also be better, but at least this error to the correction out. Moderator: I heard you just say, I have been thinking, how do you remain in the industry as a height. I feel like this thing creative , burst idea is very easy, but as time goes by, people are still able to maintain long-lasting creative passion. Lim Sau Hoong: This is how the individual, there are some friends tease me because that I drink a lot of coffee, so I have been so active, because can not drink coffee to sleep, can not calm down. like Alan Tam said that I have been twenty-five years old, may be this one point. As a creative person, Santa Claus must maintain, even 80 years old, there are 18 years old mentality, the heart of the young, allowing you to keep recycling, continuous self-reflection, new ideas. I always tell them in the company, there are some iconic figures that we are valued. if it is in music, I am appreciate the board of the dragon one, regardless of which fields can be done best, to do a ringtone download has his, do the Japanese so-called electronic music done well, so when the soundtrack is also very touching that he was also doing Jazz has not done very much in place when he nearly every cross-border areas to play to the best. Like other architects is our idol of many people, he and his wife are a master of cross-border. like art aspects of Picasso during both pink and blue have a great time works out. look at a person is not only a divided life, from the field of music, art area, building area, you can see This constant pursuit of excellence so-called master, they are our role model, is a good move. I often said that with our creative children to see others, even if the old so big, or as a child, as the constant pursuit. As creative people we absolutely can not afford to be complacent, in such a process which will continue to pursue better than their own. Moderator: You're very good, I would like to ask China and Singapore in a number of cultural differences problems, this came as such Liu Fang Yan local artists. In fact, for Singapore, the first country there is a saying that Singapore and Hong Kong is a cultural desert, which is a little unfair, because whether it is from your advertising works, but also Singapore and the Design Exhibition design point of view on some very deep work. such as jewelry designer who designed very idea. Eastern culture there may be some common place, so I would like to ask the advertising industry as Singapore, but also Chinese advertising industry there are any common ground, some cultural consensus on some points? Lim Sau Hoong: I think definitely yes, if the advertising industry as an example, Singapore's advertising is not in fact started very early eighties when , is the multinational advertising companies to Singapore, have set up their office, branch. the process is actually less of a native of Singapore, a stage of self-exploration, unlike Taiwan, advertising, advertising is very local in Taiwan. because of their relationship on the language They almost did not introduce too much foreign investment, until the nineties was more. but to accept foreign culture in Singapore when the foreign culture, almost immediately accept it, with the relationship between language background has the advantage of also has a downside. One of the benefits that go a lot of shortcuts, create the entire system of Western culture was quickly accepted, not through self-exploration stage, on track soon. soon the so-called ad integration with the West. But there is a downside, less of a mountain is not the mountain process, we must understand this process. Singapore may be less creative people of this stage. I saw relatively strong local culture, but there are also the influence of Western advertising. may be friction between both sides to each other, collide with each other to see that some collision What is not the same spark, I think so, when, in fact, now feel that advertising is going very fast in China, this rate need not be so driven, and can slow down, because this process there will be many new ideas out. Many people of Chinese Advertising, Singapore, the ad, forget that this information is the so-called developed, as if to advertise in the 80's, no Internet, this matter must go to the book, you must go to the library to find information, have to tonic abroad, or broaden their horizons, but today the Internet directly to the virtual space, directly in front of you, even if the scholar does not go out, can know everything about the world. the Internet really is such a thing, China's advertising, advertising people, creative people are fast integration with the world through technology. Also in this point is the same idea, and found that the gap between the less and less. before the style, creativity on the very different nature, but now with the so-called advanced technology , the space gradually narrowed. has been particularly difficult to see the distinctive, local color, some advertising, and occasionally there will still be, but the difference in the degree that more and more. back to our current design exhibition, this time we bring These designers, a total of seven, I am responsible for this so-called image design, and architect Chen Jiayi, and jewelry designer, and toy designers, as well as the so-called image of plastic devices. you just said jewelry designer itself has lots of ideas, he designed jewelry is a complete chain, there is no cut, after it came out string, in this work to the time seen in the shadow of her jewelry design in which the transmission over are oxidized, there is no oxidation had, half oxidized, the work which a lot of thought. there starting point, destination, time goes by, the personal experience of life itself, showing in the works inside, and can be just can be soft, male to female can be very neutral. yesterday, when interviewed, said she hoped to wear a soft little boys jewelry, a little girl with a number of rigid jewelry, although I am not very much agree with this idea, but also on behalf of her own some of the works and ideas persist. The same designer, works to evolve from origami, although only a process of exploration, but also some of his own new ideas. there to do pottery artist, diversity versatility is presented, there colors are black, white, with gray, especially their own ideas. Moderator: Although the process is not very special, not the same as the Japanese ceramics have very bright colors. But That works out there have a lot of tolerance, the ceramics are very interesting. Lim Sau Hoong: Yes, but spent a lot of creative thought out, I said what you just right out there in the bathtub, then think it is the idea of disrespect, she received the work itself, there is a deeper idea. Again you see that garden work, she is all the gadgets of life, and some household items are combined together to form the Garden, far look like a small garden, with the very idea of some young people in Singapore relations. because Singapore 80% to 85% of the general population live in high-rise buildings, almost no garden, although Singapore is a garden city, but the real people at home with a garden accounts for only a very small part of the population. We are the producers who grew up in Singapore, and later abroad to study in the UK and have read many English novels, talking about the English Garden, by the sense of hair, why not do the garden ? little space inside, from the life of some products, give of his creative imagination, and then it evolved into an art. This also represents an expression of his mentality. Moderator: Well, today is almost time interview Thank you very much Miss Lin Shaofen, hope that people watch programs, 798 in the festival can go to look after the Singapore Design Exhibition. Lim Sau Hoong: Thank you!